Motion Picture Herald (Jan-Mar 1956)

Seiiina in^ ^y^ppyoaCi k THE LONE RANGER — Warner Brothers. In WarnerColor, on the big screen, as you've never seen him before. Hi Yo, Silver! Here come Tonto, Silver and "The Lone Ranger" — one of the best known characters in fiction. Millions know him, and want to see him in his first feature-length film. 24-sheet ideal for lobby and marquee display, and has been posted in 191 cities, where it may be sniped with early playdates. A giant standee, with a 20-minufe long-playing record, below cost at $8.15 from your Warner's exchange. No herald mentioned, but you can print your own, using oversized newspaper ad mats, which are good and available in a variety of sizes and styles, including a special display mat tor the comic page. The combination mat, selling for 35c at National Screen, gives you six ad mats and one publicity mat, sufficient for small situations. A set of color photos will make an action board to sell color with action. Some special mats will reproduce "Lone Ranger" masks, sixshooter, junior deputy badge and Indian feather as cutouts for the kiddies. Free radio and TV campaign materials for the asking, from your exchange. Remember you have a long-established audience, and they've never seen anything like this on the air. Kresge Stores, and many others, are alerted to work with you, in merchandise tieups. Seldom in motion picture history has any attraction been pre-sold as has been "The Lone Ranger." • ON TELEVISION — Over 45,000,000 people watch "The Lone Ranger" on a total of 159 stations, including ABC, CBS, and 18 stations in Canada. ON RADIO — Over 21,000,000 people hear "The Lone Ranger" on 203 NBC network stations, plus 18 stations in Canada. IN NEWSPAPERS — Over 45,000,000 readers of "The Lone Ranger" in 286 newspapers. IN NOVELS — Over 2,000,000 copies sold to date of 18 "Lone Ranger" novels, which sell at $1 each. ON RECORDS — Over 1,000,000 copies sold of 9 different "Lone Ranger" platters, continuously listed as a best-seller. IN PUBLICATIONS — 158,000,000 Novelty "Lone Ranger" coloring books, picture books, story books, cut-out books, picture puzzles and comic books. THROUGH MERCHANDISE — More than $10,000,000.00 volume done annually with 76 products carrying "The Lone Ranger" brand. • The General Mills tieup is a terrific dayand-night barrage on radio and TV, plus fifty million food packages, plus displays in supermarkets and groceries in 40 states, plus Canada! The Merita Bread tieup is effective In eight southeastern states, with their own ads In 62 newspapers, plus standees in stores, plus poster advertising, plus the vast youth organization. LEASE ON LIFE— J. Arthur Rank— I.F.E. Releasing Corp. In Eastman Color. The first British picture to be distributed in America by I.F.E. A motion picture that will be handed down from heart to heart for years to come. The sometimes gay, sometimes tender, always wonderful, story of a charming gentleman who winked at life, and found it smiling right back, at him! Robert Donat, who was famous as "Mr. Chips" in a heart-warming story that upholds the tradition of his great screen success. A special selling kit has been prepared for early runs starting February 9th in New York and currently across the country, under the direction of Fred Goldberg's publicity staff in New York, and is thus the reason for this review of its contents. Quite In keeping with the type of runs, this has been created more or less on an "art theatre" basis, but deserves wider application in other houses. The publicity stories, the stills, and the newspaper ad mats are quite correct for the purposes intended, but there are no posters mentioned, and there must be some, coming up. Our small towns, or even our key-city first-runs, can't do business without the usual pressbook accessories. • RIVIERA — Titanus Film — I.F.E. Releasing Corporation. In Technicolor, and filmed on the Riviera. Everything, but everything under the sun, can happen to people who work at play, at the world's most fabulous playground. Starring the m-m-m-m-magnlficent Martine Carol, and Rat Vallone. You'll meet people from all the walks of love, on the Riviera. No posters mentioned, nor any pressbook accessories. In this advance campaign kit, but these will be needed to fill playdates beyond the "art theatre" circuits. A handful of photographs sell the bosomy star in typical fashion, and it all looks interesting, and harmless, for midweek dates in most any town across the country. Publicity handouts are most numerous, proving that this "class" audience will read all they can get, but the average, disinterested but nevertheless potential patron, needs to be sold. . . . Timely news supplementing the special monthly department covering all phases of refreshment service. New Owners to Expand Mission Drink Company Officials of the Cott Beverage Corporation, New Haven, Conn., completed a transcontinental tour recently during which more than 200 franchised bottlers and their key executives attended eight regional conferences to hear first-hand reports of plans afoot to make Mission of California, Los Angeles, a bigger and better company. Mission was recently acquired by the Cott organization. At the eighth regional meeting, held in the Belmont Plaza Hotel, New York, for Mission bottlers of the northeast, Cott corporation president John Cott told more than 40 bottlers and attending .executives that what Mission needed most was dynamic merchandising, advertising and management. He said that the name Mission Dry Corporation would be changed shortly to Mission of California, and the company had already completed a packaging program that enhances the basic glass bottle design as well as the logotype. In an effort to effect a more efficient distribution plan for Mission bottlers, Mr. Cott announced the new management will open shortly a number of extract and syrup plants throughout the country. He also feels these distribution points will aid materially in getting a larger share of the fountain syrup business for the Mission corporation. Broiler Equipped for "Charcoal Pit" Effect Bakers Pride Oven Company, Inc., New York, manufacturers of a line of electric and gas pizza ovens, has announced development of a gas-fired broiler with several special features. Trade-named “Super GloBrick Broilers,” the equipment has been specifically designed for building a brick, stainless steel or copper enclosure around the unit to give it a “charcoal pit” effect. The manufacturer states that in this way tlie installation can be made to blend in with other equipment in the refreshment building. The broilers are available in nine different sizes, according to the number of grates recpiired (the maximum is nine grates wide). All broilers can be equipped for any ty])e of gas: mixed, bottled, natural or manufactured. 36 MOTION PICTURE HERALD, FEBRUARY 18, 1956